PANDA EXPRESS SOCIAL: “HYPHENS UNITE US”
The hyphen is a punctuation that all Asian-Americans and Pacific Islanders share.
But it also allows us to define ourselves not just as one thing, but as many things.
Hyphens make us original. And thus, the #HyphensUniteUs campaign was born.
A celebration of Asian-Pacific originals who are truly one-of-a-kind.
Case Study
PHASE 1: Meet Our Originals
PHASE 2: Profile each Original via FB/IG Stories.
Fans who swiped up were taken to the campaign site,
where they learned more about our featured talent.
PHASE 3: Empower PX Fans to embrace what makes them original.
PERSONAL ROLE — Sr. Copywriter
Original concept, copywriting, creative development
FULL TEAM
AGENCY: EVOLUTION BUREAU
CCO: JOHN REID
ACD / DESIGNER: DIANA CHEN
JR WRITER: MICHAEL LIM
RESULTS
230,000,000 Impressions (2X the impressions of the previous year’s campaign)
85% Organic Impressions
2020 Webby Honoree in Social Diversity & Inclusion